Imagine standing at the edge of the Kubuqi Desert, where the sun casts golden hues on the sweeping sands that stretch endlessly into the horizon. In this vast expanse, Li Fang, general manager of the Yinkentala Desert Eco-tourism Attraction in Ordos City, Inner Mongolia, leads a business defined by passion, perseverance, and transformation. Her journey, from the dynamic classrooms of PolyU’s School of Hotel and Tourism Management (SHTM) to the tranquil, untamed beauty of the desert, is more than a career path. It’s a testament to how one individual’s vision, fuelled by love and commitment to her family, can reshape not only a business but an entire community.

“Tourism and hospitality have always been my passions,” Li reflects. “From a young age, I dreamt of learning at SHTM, one of the world’s premier institutions in my field. I knew that the rigorous academic environment and global perspective I would gain would be crucial for the challenges ahead.”

Li completed her master’s degree with dreams of grandeur swirling in her mind, but fate pulled her back home. When she graduated, her heart was heavy. Her father, who had been her rock, was struggling to keep the family business afloat. “Returning home wasn’t just about family; it was about a deep-rooted love for this desert and a resolve to give it the recognition it deserves.”

Before she took the reins, Yinkentala was rooted in desertification control projects initiated by her family in 2004. In 2013, tourism ambitions began to sprout, but profit was never the driving force. “We wanted to weave a tapestry of the ‘Yinkentala Desert Industrial Development System’, integrating desert culture, ecology, and tourism,” she explains. “Our aim was to create value that resonates beyond just financial gain.”

Every detail of their ecotourism offerings is intertwined with desert ecology. Visitors are not mere tourists; they become ambassadors for nature. Visitors can explore the ecological project areas, guided by passionate locals, and even plant a tree in a desertification control zone. “Through these hands-on experiences, we help people grasp the dedication that our community and government pour into protecting this land,” she emphasises.

We hope to inspire everyone to cherish what we enjoy in daily life and to protect nature.
~ Li Fang, alumna of SHTM and general manager of the Yinkentala Desert Eco-tourism Attraction

Her time at SHTM has deeply influenced her leadership approach. “I learned to manage tourism not just with instinct, but through a scientific lens. Data-driven decisions have saved us from countless pitfalls,” she asserts confidently. This analytical mindset allowed her to pivot into international markets, including a groundbreaking project in South Korea. “The global perspective I gained was invaluable. My clients trust me because I understand their markets, their aspirations,” she adds with a sense of pride.

However, her road was not paved with ease. Returning home, she faced a torrent of scepticism – her first year was a crucible of trial and doubt. “It was the darkest phase of my career, but I found strength in perseverance and the unwavering support of my husband,” she shares. Together, they transformed setbacks into stepping stones and illuminated their path forward.

Looking into the horizon, Li envisions a bright future for ecotourism in Inner Mongolia – a harmonious blend of ecological preservation, cultural enrichment, and economic upliftment. Her message to emerging entrepreneurs is simple yet profound: “Learn by doing. Don’t rush into big decisions.”

Li Fang’s story is more than just her own; it offers encouragement for aspiring pioneers everywhere. It showcases the transformative power of education from SHTM and the extraordinary impact one individual can have on the world. With a foundation built on passion and dedication, she proves that even the most challenging landscapes can be transformed into realms of opportunity and beauty.